Beauty is defined differently across the region. Women in the UAE consider themselves trendsetters and are exposed to a large variety of brands. They use makeup to emphasize their natural Arabic beauty. In the KSA, women gain most of their inspiration from social media and focus on eye makeup to emphasize their beauty. Kuwaiti women follow trends on social media that are most relevant to them individually and are more concerned than other countries about the condition of their skin. A new definition of beauty is evolving in the region driven by a sophisticated consumer tapped into global trends.

Strobe Skin
Highly pigmented, glowy highlighters and beauty products that highlight their sharp features have always been highly desired, with strobe skin becoming a popular makeup trend. Also known as pearl skin, the look is characterized by an iridescent, mother-of-pearl, luminous sheen on the skin. Unlike glass skin, the look is less wet and the appli- cation of products to achieve the look is more intentional. While the intention with glass skin is to make the skin look almost transparent, with pearl/strobe skin, the skin looks softer, more milky, and almost ethereal. Similar to applying highlighter which includes applying product on the cheekbones, with strobe skin, the product is blended on the apples of the cheek, along the cheekbone, and on the forehead too.

A Sculpted Glow
Consumers in this region are very aware of the importance of looking after their bodies in order to look and feel their best. From meticulous skincare regimes to diligent fitness routines, there is great emphasis placed on enhancing the way one looks in order to improve one’s mood and physical appearance. Prioritizing self care is deeply ingrained in the culture, owing to which practices like face yoga, lymphatic drainage, and regular facial massages are gaining much traction. These techniques not only sculpt and tone facial muscles to achieve that much desired sculpted look, but also nurture their inner beauty. Enabling them to achieve a radiant glow that comes from within and reflects their overall positive well being.

Peach Fuzz
Characterized by a warm, peachy undertone, the color is gaining popularity in makeup products in the region such as eyeshadow palettes, blush, and lipsticks. As a color, peach contains nearly every color undertone, so it provides the skin with a naturally flushed glow that adds brightness and light to the face. As the warmest of all pastel shades, it instantly brightens under-eyes and helps one look awakened and fresh even when tired. By incorporating a monochromatic peach hue while applying makeup, one can easily combat hyperpigmentation, dark spots, and dark circles, owing to which it is gaining much popularity.

Sharp Middle Eastern Features
Stepping away from European influences, Middle Eastern beauty consumers are on the lookout for ways to feel more connected to their roots. This includes enhancing and emphasizing their natural features in the most natural way possible. Strong Middle Eastern features are characterized by well defined, arched, dark eyebrows, chiseled jaw lines, large almond shaped eyes, full lips, and a pointed chin. This can be achieved either through subtle cosmetic enhancements or strategic makeup application, if one’s features are already aligned with the desirable look.

Healthy & Hydrated
Being a region that is characterized by hot weather, dry air, and humidity, hydration is key and is an important factor that contributes to overall health and well-being. The combination of intense sun exposure coupled with prolonged time spent in air conditioning, leaves the body and skin depleted of natural fluids and moisture. Owing to which, consumers in this region are hypervigilant about their hydra- tion levels and prioritize hydration as a fundamental part of their daily routines. They are aware of how insufficient hydration can contribute to poor skin health, low productivity, and a general dip in vitality. Gravitating towards products that support hydration, they choose skincare products that have moisture locking properties like hyaluronic acid, glycerin, ceramides, squalene, and humectants like aloe and moisture-retaining lipids—in addition to effective SPFs and electrolytes that ensure appropriate hydration.

Multiscentsorial
In an attempt to feel closer to their roots, consumers in the region are gravitating towards scents and fragrances that are inherently Arab. The act of applying fragrances is more than just to smell good but instead is considered an integral part of self-care and a daily ritual. With the ability to evoke emotion, spark nostalgia, and remind them of fond memories, consumers are being drawn to fragrances that remind them of their roots, childhood, and homes. Traditional Arab fragrance notes like oud, rose, and musk are being contemporized for a modern audience. Fragrance brands are innovating to provide fresh perspectives to legacy smells and scents in order to cater to a growing, cosmopolitan demographic of consumers.

Clean & Considered Products
With a new-found interest and awareness of understanding where products are made, how they are made, and with what ingredients, clean beauty products are winning the hearts of Middle Eastern consumers. Gravitating towards naturally derived ingredients and products, there is a growing affinity for products that are consciously made to be as kind to the planet and skin as possible. However this desire for “clean beauty” doesn’t solely involve naturally derived formulations. Instead, it begins with an emphasis on cleansing the skin and body, giving it TLC, and adopting simple yet effective daily skincare routines.

Scalp Care
With high mineral content in the water and a hot and dry climate nearly all year round, many Middle Eastern consumers struggle with weak, easily breakable strands and hair loss. Recognizing the importance of good scalp health as the foundation for strong, healthy hair that isn’t prone to breakage, consumers in the region, both men and women, are increasingly prioritizing scalp care in their haircare routines. Seeking products and treatments that are formulated to address these concerns, they are investing in scalp care, water filters, red-light therapy, and frequent hair oiling in order to combat the effects of the environmental factors and maintain healthy, shiny, hair.

A-Beauty
Mirroring the success of global beauty trends like K-beauty and C-beauty, A-beauty involves marrying traditional beauty and wellness practices with technology. As consumers in the region choose to honor their traditional approaches to beauty and skincare and embrace technological advancements, A-beauty emerges as a trend that celebrates the uniqueness of Middle Eastern beauty with global influences. From argan oil and rosewater to red-light therapy, hammams, and herbal medicine, beauty in the region will draw on the wisdom of centuries-old practices with modern advancements to improve and enhance results.